2015 Children's Wear Market Breakthrough 170 Billion

2015 China

The market turnover has exceeded 170 billion yuan, thus facing the blue ocean in 2016.

All are developing new growth points.

The first mandatory national standard GB31701 - 2015 for infants and young children in June 1st

The product safety technical specification was formally implemented, and the new regulations put forward nearly harsh requirements for children's fabric, stuffing, accessories and so on.

It is learnt that the new national standard not only made children's clothing safety great concern, but also accelerated the shuffle of children's clothing industry.

Of course, the traditional clothing brand will not miss the growth point of children's wear market under favorable policies.

Data show that in 2015, China's children's wear market turnover has exceeded 170 billion yuan, so in 2016 faced with this blue ocean, all brands are developing new growth points.

Semir children's wear business has maintained a relatively fast growth.

The number of Barbara stores increased by more than 300 in 2015, an increase of about 10% compared to the same period last year, and the market share increased to 4.5%.

Makale grew by 100% over the same period, and has achieved breakeven. In 2016, 200 new stores were planned.

Dream sales in 2015 sales of about 60 million yuan, an increase of about 190%, in 2016 will focus on promoting the company launched the red envelope policy (decoration subsidies, procurement discounts, etc.), encourage agents to open shop.

However, the goal of Semir is to build the whole industry chain for children. Now it is upgrading and upgrading in supply chain integration, channel expansion and multi brand operation.

Perhaps influenced by the strategy of competitors, in addition to launching the Me&City children's wear line and the new brand Moomoo, the United States is also stepping up the layout of children's clothing market.

According to the "China children's wear market report" released by Ou Rui consulting in 2015, in 2014, the United States ranked 0.3% in the market share of China's children's clothing market in fifteenth place.

In 2015, Anta's sales performance exceeded 10 billion yuan, or will further adjust the brand positioning, explore children's clothing and high-end outdoor sports market segments of the two sports.

At present, Anta has added Anta children, FILA KIDS's children's line brand to meet more diversified consumption needs.

It is reported that by the end of 2016, Anta children's sporting goods store will open to 1700 to 1800, and FILA KIDS will also open to 650 to 700.

The performance of children's wear in 361 - 2015 has also been strong.

In March 8th, the 361 degree group announced its year-round results as of December 31, 2015. In 2015, 361 degree children's clothing continued to perform strongly, and its performance increased by 16% to 600 million yuan, accounting for 13.2% of the group's turnover and the number of stores increased to 2350.

The 361 - degree children's brand has been profitable for 6 consecutive years since its establishment in 2009, and its contribution to the group has continued to exceed 10% in 2015.

It can be said that 361 degrees has occupied the leading position in the children's clothing market with huge potential and rapid growth.

Taiping bird's children's wear brand Mini Peace and Disney's cooperation series WHAAM brand experience shop has been officially launched in Ningbo, Zhejiang. The children's wear series is Mickey as the main element, basically using men's pattern and version design.

The products cover men's wear and children's clothing, including sweater, shirt, T-shirt, sweater, trousers and all kinds of jackets.

After walking the tide line, Taiping bird announced that the children's clothing department would be independent and occupy the market share of children's clothing other than men's and women's wear business.

It is understood that Mini Peace children's wear retail sales in 2015 reached 400 million yuan, an increase of 104% over the same period, and the number of stores nationwide reached 400. The development of children's clothing business has enhanced the performance of Taiping bird.

Men's wear brand Mark Ed Faye launched a series of children's wear products, the main Wu Keqin series, was officially landed on Tmall in April, and at the beginning of this year, Mark Ed Faye has also launched the flagship store of footwear, and Mark Ed Faye's trend toward multi category expansion has accelerated significantly.

Li Lin, founder of Jiangnan cloth clothing, revealed that the women's clothing market has changed little and the growth rate has stabilized. However, under the environment of overall economic fluctuation, the brand JNBY by JNBY of children's clothing is still growing rapidly. On the line only two years, such as sales this year, it has already broken through tens of millions of magnitude, and the increase in online revenue has also benefited from its offline mode and inspection.

A few years ago, the South Pole who had entered the children's clothing market, now in the group's sales, children's clothing accounted for 10% - 15%.

However, the children's underwear market has reached a relatively saturated state, so the south pole has planned to open up the outdoor children's wear market and enrich the brand children's wear line.

In 2015, the south pole made some pformation from children's underwear to children's clothing product line, "half five points", half of children's underwear products, and the other half products. Underwear products include household clothes, children's underwear, pajamas and so on. Outdoors clothing includes down garments, sweaters, trousers and so on, that is, adjusting product lines according to market needs.

In addition, in the preoccupation of the market, traditional clothing brands tend to be rational in the marketing of children's clothing, especially in terms of prices.

For example, the price of children's clothing in the international first-line sports brand is around 300 yuan, while the domestic first-line sports brand is mostly 100 yuan to 200 yuan.

At the same time, the traditional clothing brands are more sophisticated in the market segment of children's age.

The children's wear industry is indeed a field of treasure. In the next 15 years, the domestic children's wear market has a steady number of consumer groups, and the outlook is quite optimistic.

However, whether the business leaders in the future will be able to dig their own gold in this field, the key lies in how to borrow and how to act, because enterprises will also face the risk of being submerged when they are infiltrating the Red Sea.